SEER: marketing intelligence tool

Situation

Initial work by SEER in building the football ecosystem (Case Study #5) had identified key characteristics of the existing online social groups: very active and highly interconnected. Because no brand – adidas, Nike or Puma – was being discussed extensively, the opportunity existed for adidas to establish a leadership position in online conversations with minimal effort.  The first step of this opportunity presented itself in the recruiting phase of its +10 campaign during the build up of the World Cup.

Approach

Using an idea that fit nicely into the existing +10 campaign to generate online conversation, SEER began to prompt discussion about the campaign and adidas throughout the ecosystem. Due to time constraints and other limitations for inviting +10 journalists to recruitment events, the efforts focused on Italy. A candidate was selected among authority and influential bloggers identified within the Italian ecosystem, invited to an exclusive adidas event, and given exclusive access to cover this event for his blog.

Outcome

The selected blogger was very impressed with the event, thoroughly enjoyed his exclusivity as a +10 journalist, and his blog reflected those feelings. Many positive posts to his blog reinforced the fact that the approach was a very good one. Overall, it helped build positive discussion online about adidas and the +10 campaign, causing a good degree of “buzz” within the ecosystem.

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